Since the launch of Ru&Co in 2018, CONCRETE has worked as an outsourced partner across marketing, business development, digital strategy and events, helping shape the company's growth into one of the UK's leading luxury hospitality representation agencies. As Ru&Co's international portfolio expanded, the brand required a more refined identity and digital presence that reflected its position within the luxury travel market while supporting its continued evolution.

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The 2026 rebrand focused on elevating, rather than reinventing, the brand. A refined colour palette, contemporary typography and a series of new campaign straplines established a more sophisticated visual language that was carried consistently across the website, marketing collateral and digital communications. Every touchpoint was designed to reflect the calibre of the hotels and destinations within the Ru&Co portfolio while creating a stronger, more recognisable brand identity.

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At the heart of the project was a complete redesign of the Ru&Co website, conceived as a clean, editorial platform to showcase the company's growing collection of luxury hotels alongside its events, industry news and flagship initiatives, including the launch of Ru's Reserved. Behind the scenes, enhanced filtering functionality and a more intuitive navigation system created a significantly improved user experience, allowing travel advisors, corporate buyers and media partners to explore the portfolio with greater ease while providing a scalable platform for future growth.

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Extending beyond the website, the refreshed identity informed a comprehensive suite of marketing assets, creating a cohesive brand experience across seasonal campaigns, newsletters, social media, email communications and printed collateral. The result is a sophisticated, future-focused brand that reinforces Ru&Co's position as a trusted partner to the world's leading luxury hotels and travel professionals.